Feed Placeholders

This page specifies the IDs for placeholder types, criterion types and fields.

Placeholder type IDs and criterion type IDs specify how a Feed is to be used. This is done by creating a FeedMapping using the FeedMappingService. FeedMapping.placeholderType is used to set the placeholder type, and FeedMapping.criterionType is used to set the criterion type. A given FeedMapping must have either placeholderTypes or criterionType set, but not both.

Placeholder field IDs specify how a FeedAttribute is to be used. This is done by adding feed attributes to FeedMapping.attributeFieldMappings when the FeedMapping is created. The AttributeFieldMapping.fieldId is used to set the placeholder field.

For an example, see our intro to feeds.

Extensions

Lets you show links to pages from your website in your ad, in addition to the main landing page.

Placeholder Type ID 1
Placeholder Field Description Data Type ID
TEXT The link text for your sitelink. STRING 1
URL This placeholder field is deprecated. Use FINAL URLS instead. URL 2
LINE 2 First line of the sitelink description. STRING 3
LINE 3 Second line of the sitelink description. STRING 4
FINAL URLS Final URLs for the sitelink when using Upgraded URLs. URL_LIST 5
FINAL MOBILE URLS Final Mobile URLs for the sitelink when using Upgraded URLs. URL_LIST 6
TRACKING URL Tracking template for the sitelink when using Upgraded URLs. URL 7

Call

Lets you attach a phone number to an ad allowing customers to call directly from the ad.

Placeholder Type ID 2
Placeholder Field Description Data Type ID
PHONE NUMBER The advertiser's phone number to append to the ad. STRING 1
COUNTRY CODE Uppercase two-letter country code of the advertiser's phone number. STRING 2
TRACKED Indicates whether call tracking is enabled.
Default: true.
BOOLEAN 3
ONLY This placeholder is deprecated. Use a CallOnlyAd instead.
Default: false.
BOOLEAN 4
CONVERSION DURATION THRESHOLD This placeholder is deprecated. Use CONVERSION TYPE ID instead. INT64 5
CONVERSION TYPE ID The ID of an AdCallMetricsConversion object. This object contains the phoneCallDurationfield which is the minimum duration (in seconds) of a call to be considered a conversion. INT64 6

App

Lets you provide users with a link that points to a mobile app in addition to a website.

Placeholder Type ID 3
Placeholder Field Description Data Type ID
STORE The application store that the target application belongs to. Valid values are:
  • 1 = Apple iTunes Store
  • 2 = Google Play Store
INT64 1
ID The store-specific ID for the target application. STRING 2
LINK TEXT The visible text displayed when the link is rendered in an ad. STRING 3
URL The destination URL of the in-app link. STRING 4
FINAL URLS Final URLs for the in-app link when using Upgraded URLs. URL_LIST 5
FINAL MOBILE URLS Final Mobile URLs for the in-app link when using Upgraded URLs. URL_LIST 6
TRACKING URL Tracking template for the in-app link when using Upgraded URLs. URL 7

Location

Lets you show locations of businesses in your Google My Business account in your ad. For more information, see Location Extensions.

Placeholder Type ID 7
Placeholder Field Description Data Type ID
BUSINESS NAME The name of the business. STRING 1
ADDRESS LINE 1 Line 1 of the business address. STRING 2
ADDRESS LINE 2 Line 2 of the business address. STRING 3
CITY City of the business address. STRING 4
PROVINCE Province of the business address. STRING 5
POSTAL CODE Postal code of the business address. STRING 6
COUNTRY CODE Country code of the business address. STRING 7
PHONE NUMBER Phone number of the business. STRING 8

In addition to the above placeholder fields, a location extension Feed that is linked to a Google My Business account will also have

  • a FeedAttribute with feedAttributeId = 9 and type = STRING_LIST. This will contain the categories for each location.
  • a FeedAttribute with feedAttributeId = 14 and type = STRING_LIST. This will contain the labels for each location.

Affiliate location

If you sell your product through retail chains, affiliate location extensions let you show nearby stores that carry your products. For more information, see Location Extensions.

Placeholder Type ID 30
Placeholder Field Description Data Type ID
BUSINESS NAME The name of the business. STRING 1
ADDRESS LINE 1 Line 1 of the business address. STRING 2
ADDRESS LINE 2 Line 2 of the business address. STRING 3
CITY City of the business address. STRING 4
PROVINCE Province of the business address. STRING 5
POSTAL CODE Postal code of the business address. STRING 6
COUNTRY CODE Country code of the business address. STRING 7
PHONE NUMBER Phone number of the business. STRING 8
LANGUAGE CODE Language code of the business. STRING 9
CHAIN ID ID of the chain. See appendix for valid values. INT64 10
CHAIN NAME Name of the chain. STRING 11

Review

Lets you show accolades from reputable third parties in your ad.

Placeholder Type ID 8
Placeholder Field Description Data Type ID
TEXT An exact quote or paraphrase from a third-party source. STRING 1
SOURCE NAME Name of the third-party publisher of the review. STRING 2
SOURCE URL Landing page of the third-party website of the review. URL 3
TEXT EXACTLY QUOTED Indicates if your review is formatted as an exact quote. Use a value of false to indicate that the review is paraphrased. BOOLEAN 4

Callout

Callout extensions let you include additional text with your search ads that provide detailed information about your business, including products and services you offer. Callouts appear in ads at the top and bottom of Google search results.

Placeholder Type ID 17
Placeholder Field Description Data Type ID
CALLOUT TEXT Callout text. STRING 1

Structured snippet

A structured snippet lets you add more info to your ad, specific to some predefined categories, such as types, brands, styles, etc. A minimum of 3 text (VALUE) values is required.

See Structured Snippet Header Translations for supported localized headers.

Placeholder Type ID 24
Placeholder Field Description Data Type ID
HEADER The category of snippet of your products/services. Must match one of the predefined structured snippets headers exactly. STRING 1
VALUES Text values that describe your products/services. All text must be family safe. Special or non-ASCII characters are not permitted. A snippet can be max 25 characters. STRING_LIST 2

Message

Message extensions allow users to see your ad, click an icon, and contact you directly by text message. With one tap on your ad, people can contact you to book an appointment, get a quote, ask for information, or request a service.

Placeholder Type ID 31
Placeholder Field Description Data Type ID
BUSINESS NAME The name of your business. STRING 1
COUNTRY CODE Country code of phone number. STRING 2
PHONE NUMBER A phone number that's capable of sending and receiving text messages. STRING 3
MESSAGE EXTENSION TEXT The text that will go in your click-to-message ad. STRING 4
MESSAGE TEXT The message text automatically shows in people's messaging apps when they tap to send you a message. STRING 5

Price

Lets you display prices for a list of items along with your ads. A price feed is composed of three to eight price table rows. Placeholder fields with IDs 1 - 4 belong to a feed, and thus are shared among all price table rows. By contrast, those whose IDs are three-digit numbers belong to each price table row.

Placeholder Type ID 35
Placeholder Field Description Data Type ID
TYPE The type of your price feed. Must match one of the predefined price feed type exactly. STRING 1
PRICE_QUALIFIER The qualifier of each price. Must match one of the predefined price qualifiers exactly. STRING 2
TRACKING TEMPLATE Tracking template for the price feed when using Upgraded URLs. URL 3
LANGUAGE Language of the price feed. Must match one of the available available locale codes exactly. STRING 4
ITEM_1_HEADER The header of item 1 of the table. STRING 100
ITEM_1_DESCRIPTION The description of item 1 of the table. STRING 101
ITEM_1_PRICE The price (money with currency) of item 1 of the table, e.g,. 30 USD. The currency must match one of the available currencies. Set in FeedItemAttributeValue.moneyWithCurrencyValue. PRICE 102
ITEM_1_UNIT The price unit of item 1 of the table. Must match one of the predefined price units. STRING 103
ITEM_1_FINAL_URL The final URLs of item 1 of the table when using Upgraded URLs. URL_LIST 104
ITEM_1_FINAL_MOBILE_URL The final mobile URLs of item 1 of the table when using Upgraded URLs. URL_LIST 105
ITEM_2_HEADER The header of item 2 of the table. STRING 200
ITEM_2_DESCRIPTION The description of item 2 of the table. STRING 201
ITEM_2_PRICE The price (money with currency) of item 2 of the table, e.g,. 30 USD. The currency must match one of the available currencies. Set in FeedItemAttributeValue.moneyWithCurrencyValue. PRICE 202
ITEM_2_UNIT The price unit of item 2 of the table. Must match one of the predefined price units. STRING 203
ITEM_2_FINAL_URL The final URLs of item 2 of the table when using Upgraded URLs. URL_LIST 204
ITEM_2_FINAL_MOBILE_URL The final mobile URLs of item 2 of the table when using Upgraded URLs. URL_LIST 205
ITEM_3_HEADER The header of item 3 of the table. STRING 300
ITEM_3_DESCRIPTION The description of item 3 of the table. STRING 301
ITEM_3_PRICE The price (money with currency) of item 3 of the table, e.g,. 30 USD. The currency must match one of the available currencies. Set in FeedItemAttributeValue.moneyWithCurrencyValue. PRICE 302
ITEM_3_UNIT The price unit of item 3 of the table. Must match one of the predefined price units. STRING 303
ITEM_3_FINAL_URL The final URLs of item 3 of the table when using Upgraded URLs. URL_LIST 304
ITEM_3_FINAL_MOBILE_URL The final mobile URLs of item 3 of the table when using Upgraded URLs. URL_LIST 305
ITEM_4_HEADER The header of item 4 of the table. STRING 400
ITEM_4_DESCRIPTION The description of item 4 of the table. STRING 401
ITEM_4_PRICE The price (money with currency) of item 4 of the table, e.g,. 30 USD. The currency must match one of the available currencies. Set in FeedItemAttributeValue.moneyWithCurrencyValue. PRICE 402
ITEM_4_UNIT The price unit of item 4 of the table. Must match one of the predefined price units. STRING 403
ITEM_4_FINAL_URL The final URLs of item 4 of the table when using Upgraded URLs. URL_LIST 404
ITEM_4_FINAL_MOBILE_URL The final mobile URLs of item 4 of the table when using Upgraded URLs. URL_LIST 405
ITEM_5_HEADER The header of item 5 of the table. STRING 500
ITEM_5_DESCRIPTION The description of item 5 of the table. STRING 501
ITEM_5_PRICE The price (money with currency) of item 5 of the table, e.g,. 30 USD. The currency must match one of the available currencies. Set in FeedItemAttributeValue.moneyWithCurrencyValue. PRICE 502
ITEM_5_UNIT The price unit of item 5 of the table. Must match one of the predefined price units. STRING 503
ITEM_5_FINAL_URL The final URLs of item 5 of the table when using Upgraded URLs. URL_LIST 504
ITEM_5_FINAL_MOBILE_URL The final mobile URLs of item 5 of the table when using Upgraded URLs. URL_LIST 505
ITEM_6_HEADER The header of item 6 of the table. STRING 600
ITEM_6_DESCRIPTION The description of item 6 of the table. STRING 601
ITEM_6_PRICE The price (money with currency) of item 6 of the table, e.g,. 30 USD. The currency must match one of the available currencies. Set in FeedItemAttributeValue.moneyWithCurrencyValue. PRICE 602
ITEM_6_UNIT The price unit of item 6 of the table. Must match one of the predefined price units. STRING 603
ITEM_6_FINAL_URL The final URLs of item 6 of the table when using Upgraded URLs. URL_LIST 604
ITEM_6_FINAL_MOBILE_URL The final mobile URLs of item 6 of the table when using Upgraded URLs. URL_LIST 605
ITEM_7_HEADER The header of item 7 of the table. STRING 700
ITEM_7_DESCRIPTION The description of item 7 of the table. STRING 701
ITEM_7_PRICE The price (money with currency) of item 7 of the table, e.g,. 30 USD. The currency must match one of the available currencies. Set in FeedItemAttributeValue.moneyWithCurrencyValue. PRICE 702
ITEM_7_UNIT The price unit of item 7 of the table. Must match one of the predefined price units. STRING 703
ITEM_7_FINAL_URL The final URLs of item 7 of the table when using Upgraded URLs. URL_LIST 704
ITEM_7_FINAL_MOBILE_URL The final mobile URLs of item 7 of the table when using Upgraded URLs. URL_LIST 705
ITEM_8_HEADER The header of item 8 of the table. STRING 800
ITEM_8_DESCRIPTION The description of item 8 of the table. STRING 801
ITEM_8_PRICE The price (money with currency) of item 8 of the table, e.g,. 30 USD. The currency must match one of the available currencies. Set in FeedItemAttributeValue.moneyWithCurrencyValue. PRICE 802
ITEM_8_UNIT The price unit of item 8 of the table. Must match one of the predefined price units. STRING 803
ITEM_8_FINAL_URL The final URLs of item 8 of the table when using Upgraded URLs. URL_LIST 804
ITEM_8_FINAL_MOBILE_URL The final mobile URLs of item 8 of the table when using Upgraded URLs. URL_LIST 805

Available Locale Codes

Available Currencies

  • ARS
  • AUD
  • BOB
  • BRL
  • CAD
  • CHF
  • CLP
  • COP
  • EUR
  • GBP
  • HKD
  • INR
  • JPY
  • MXN
  • NZD
  • PEN
  • PHP
  • PLN
  • RUB
  • SEK
  • SGD
  • USD
  • VEF
  • ZAR

Promotion

Promotion extensions allow you to highlight sales and other promotions that let users see how they can save by buying now.

Placeholder Type ID 38
Placeholder Field Description Data Type ID
PROMOTION TARGET The text that appears on the ad when the extension is shown. STRING 1
DISCOUNT MODIFIER Allows you to add "up to" verbiage to the promotion, in case you have variable promotion rates. STRING 2
PERCENT OFF Takes a value in micros, where 1 million micros represents 1%, and is shown as a percentage when rendered. INT64 3
MONEY AMOUNT OFF Requires a currency and an amount of money. PRICE 4
PROMOTION CODE A string that the user enters to get the discount. STRING 5
ORDERS OVER AMOUNT A minimum spend before the user qualifies for the promotion. PRICE 6
PROMOTION START The start date of the promotion. DATE 7
PROMOTION END The end date of the promotion. DATE 8
OCCASION Describes the associated event for the promotion, for example NEW_YEARS. STRING 9
FINAL URLS Final URLs to be used in the ad when using Upgraded URLs. URL_LIST 10
FINAL MOBILE URLS Final mobile URLs for the ad when using Upgraded URLs. URL_LIST 11
TRACKING URL Tracking template for the ad when using Upgraded URLs. URL 12

Ads

Ad customizers

Lets you dynamically inject custom data into the title and description of your ads.

Check out the Ad Customizers guide for more information.

Placeholder Type ID 10
Placeholder Field Description Data Type ID
INTEGER Integer value to be inserted. INT64 1
PRICE Price value to be inserted. STRING 3
DATE Date value to be inserted. DATE_TIME 4
STRING String value to be inserted. STRING 5

Dynamic Search Ad page feeds

Lets you categorize and organize the targets for your Dynamic Search Ads.

Criterion Type ID 61

See the AdWords Help Center article to learn more about using a feed to target Dynamic Search Ads.

Placeholder Field Description Required? Data Type ID
PAGE URL URL of the web page you want to target. Yes URL or URL_LIST 1
LABEL The label that will help you target ads within your page feed. No STRING_LIST 2

Targeting

Location targets

Lets you target locations in your campaign.

Criterion Type ID 77
Placeholder Field Description Data Type ID
ADDRESS LINE 1 Line 1 of the business address. STRING 1
ADDRESS LINE 2 Line 2 of the business address. STRING 2
CITY City of the business address. STRING 3
PROVINCE Province of the business address. STRING 4
POSTAL CODE Postal code of the business address. STRING 5
COUNTRY CODE Country code of the business address. STRING 6

In addition to the above placeholder fields, a Feed that is linked to a Google My Business account may have other attributes. See the Location extensions placeholder type for more details.

Dynamic remarketing

Dynamic remarketing allows you to deliver ads on the Display Network that are customized based on products a user has viewed on your website. The placeholder types below are for predefined verticals, as well as a custom placeholder for other types of sites.

For more information, see the Dynamic Remarketing guide.

Behavior of price fields

Many of the dynamic remarketing placeholder types below have multiple price fields, such as:

  • PRICE
  • FORMATTED PRICE
  • SALE PRICE
  • FORMATTED SALE PRICE

When serving dynamic remarketing ads, AdWords will use the value from the first populated field below for the main price display:

  1. FORMATTED SALE PRICE
  2. FORMATTED PRICE
  3. SALE PRICE
  4. PRICE

If the ad layout supports two price fields, then the second price field value will be populated as follows:

  1. If both FORMATTED SALE PRICE and FORMATTED PRICE are populated, then the second price field will contain the value from FORMATTED PRICE as Strikethrough text.
  2. Otherwise, if both SALE PRICE and PRICE are populated, then the second price field will contain the value from PRICE as Strikethrough text.
  3. If neither of the above conditions is met, then the second price field will not appear in the ad.

Education

Placeholder Type ID 12

See the Education feed template and spec in the AdWords Help Center for additional requirements.

Placeholder Field Description Required? Data Type ID
PROGRAM ID Combination of PROGRAM ID and LOCATION ID must be unique per offer. Yes STRING 1
PROGRAM NAME Main headline with program name to be shown in dynamic ad. Yes STRING 2
AREA OF STUDY Area of study that can be shown in dynamic ad. No STRING 3
PROGRAM DESCRIPTION Description of program that can be shown in dynamic ad. No STRING 4
DESTINATION URL This placeholder field is deprecated. Use FINAL URLS instead. Yes URL 5
SCHOOL NAME Description of school that can be shown in dynamic ad. No STRING 6
THUMBNAIL IMAGE URL Image to be displayed in text ads. No URL 7
ADDRESS Complete school address, including postal code. No STRING 8
LOCATION ID Combination of PROGRAM ID and LOCATION ID must be unique per offer. No STRING 10
IMAGE URL Alternative hosted file of image to be used in the ad. No URL 13
FINAL URLS Final URLs to be used in ad when using Upgraded URLs; the more specific the better (e.g. the individual URL of a specific program and its location). Yes URL_LIST 14
TRACKING URL Tracking template for the ad when using Upgraded URLs. No URL 15
CONTEXTUAL KEYWORDS Used when no remarketed item can be served. No STRING_LIST 17
ANDROID APP LINK Android app link. See below for details. No STRING 18
SIMILAR PROGRAM IDS List of recommended program IDs to show together with this item. No STRING_LIST 19
FINAL MOBILE URLS Final mobile URLs for the ad when using Upgraded URLs. No URL_LIST 20

The ANDROID APP LINK must be formatted as: android-app://{package_id}/{scheme}/{host_path}. The components are defined as follows:

  • package_id: app ID as specified in Google Play.
  • scheme: the scheme to pass to the application. Can be http, or a custom scheme.
  • host_path: identifies the specific content within your application.

Flights

Placeholder Type ID 13

See the Flights feed template and spec in the AdWords Help Center for additional requirements.

Placeholder Field Description Required? Data Type ID
FLIGHT DESCRIPTION Main headline with product name to be shown in dynamic ad. Yes STRING 1
ORIGIN ID Combination of DESTINATION ID and ORIGIN ID must be unique per offer. No STRING 2
ORIGIN NAME Shorter names are recommended. No STRING 3
DESTINATION ID Each (DESTINATION ID) only row or (ORIGIN ID, DESTINATION ID) pair must be unique. Yes STRING 4
DESTINATION NAME Shorter names are recommended. No STRING 5
FLIGHT PRICE Price to be shown in the ad. No STRING 6
IMAGE URL Image to be displayed in the ad. No URL 7
DESTINATION URL This placeholder field is deprecated. Use FINAL URLS instead. Yes URL 8
FINAL URLS Final URLs to which the user will be redirected when clicking on the ad (or when clicking on a specific flight for ads that show multiple flights), when using Upgraded URLs. Yes URL_LIST 9
TRACKING URL Tracking template for the ad when using Upgraded URLs. No URL 10
FLIGHT SALE PRICE Sale price to be shown in the ad. No STRING 12
FORMATTED PRICE Formatted price to be shown in the ad. No STRING 13
FORMATTED SALE PRICE Formatted sale price to be shown in the ad. No STRING 14
ANDROID APP LINK Android app link. See below for details. No STRING 15
SIMILAR DESTINATION IDS List of recommended destination IDs to show together with this item. No STRING_LIST 16
FINAL MOBILE URLS Final mobile URLs for the ad when using Upgraded URLs. No URL_LIST 17

The ANDROID APP LINK must be formatted as: android-app://{package_id}/{scheme}/{host_path}. The components are defined as follows:

  • package_id: app ID as specified in Google Play.
  • scheme: the scheme to pass to the application. Can be http, or a custom scheme.
  • host_path: identifies the specific content within your application.

Custom

Placeholder Type ID 14

See the Custom feed template and spec in the AdWords Help Center for additional requirements.

Placeholder Field Description Required? Data Type ID
ID Combination ID and ID2 must be unique per offer. Yes STRING 2
ID2 Combination ID and ID2 must be unique per offer. No STRING 3
ITEM TITLE Main headline with product name to be shown in dynamic ad. Yes STRING 5
ITEM SUBTITLE Optional text to be shown in the image ad. No STRING 6
ITEM DESCRIPTION Optional description of the product to be shown in the ad. No STRING 7
ITEM ADDRESS Full address of your offer or service, including postal code. This will be used to identify the closest product to the user when there are multiple offers in the feed that are relevant to the user. No STRING 8
PRICE Price to be shown in the ad. No STRING 9
IMAGE URL Image to be displayed in the ad. Highly recommended for image ads. No URL 10
DESTINATION URL This placeholder field is deprecated. Use FINAL URLS instead. Yes URL 11
ITEM CATEGORY Used as a recommendation engine signal to serve items in the same category. No STRING 12
FINAL URLS Final URLs to which the user will be redirected when clicking on the ad (or when clicking on a specific product for ads that have multiple products), when using Upgraded URLs. Yes URL_LIST 13
TRACKING URL Tracking template for the ad when using Upgraded URLs. No URL 14
SALE PRICE Sale price to be shown in the ad. No STRING 16
CONTEXTUAL KEYWORDS Used when no remarketed item can be served. No STRING_LIST 17
FORMATTED PRICE Formatted price to be shown in the ad. No STRING 18
FORMATTED SALE PRICE Formatted sale price to be shown in the ad. No STRING 19
ANDROID APP LINK Android app link. See below for details. No STRING 20
SIMILAR ITEM IDS List of recommended IDs to show together with this item. No STRING_LIST 21
FINAL MOBILE URLS Final mobile URLs for the ad when using Upgraded URLs. No URL_LIST 22

The ANDROID APP LINK must be formatted as: android-app://{package_id}/{scheme}/{host_path}. The components are defined as follows:

  • package_id: app ID as specified in Google Play.
  • scheme: the scheme to pass to the application. Can be http, or a custom scheme.
  • host_path: identifies the specific content within your application.

Hotels

Placeholder Type ID 15

See the Hotels and rentals feed template and spec in the AdWords Help Center for additional requirements.

Placeholder Field Description Required? Data Type ID
PROPERTY ID Unique ID. Yes STRING 1
PROPERTY NAME Main headline with property name to be shown in dynamic ad. Yes STRING 2
DESTINATION NAME Name of destination to be shown in dynamic ad. No STRING 3
DESCRIPTION Description of destination to be shown in dynamic ad. No STRING 4
ADDRESS Complete property address, including postal code. No STRING 5
PRICE Price to be shown in the ad. No STRING 6
IMAGE URL Image to be displayed in the ad. No URL 7
DESTINATION URL This placeholder field is deprecated. Use FINAL URLS instead. Yes URL 8
CATEGORY Category of property used to group like items together for recommendation engine. No STRING 9
STAR RATING Star rating (as an integer) used to group like items together for recommendation engine. Max is 5. No INT64 10
SALE PRICE Sale price to be shown in the ad. No STRING 11
CONTEXTUAL KEYWORDS Used when no remarketed item can be served. No STRING_LIST 12
FINAL URLS Final URLs to be used in ad when using Upgraded URLs; the more specific the better (e.g. the individual URL of a specific property and its location). Yes URL_LIST 13
TRACKING URL Tracking template for the ad when using Upgraded URLs. No URL 14
FORMATTED PRICE Formatted price to be shown in the ad. No STRING 17
FORMATTED SALE PRICE Formatted sale price to be shown in the ad. No STRING 18
ANDROID APP LINK Android app link. See below for details. No STRING 19
SIMILAR PROPERTY IDS List of recommended property IDs to show together with this item. No STRING_LIST 20
FINAL MOBILE URLS Final mobile URLs for the ad when using Upgraded URLs. No URL_LIST 21

The ANDROID APP LINK must be formatted as: android-app://{package_id}/{scheme}/{host_path}. The components are defined as follows:

  • package_id: app ID as specified in Google Play.
  • scheme: the scheme to pass to the application. Can be http, or a custom scheme.
  • host_path: identifies the specific content within your application.

Real estate

Placeholder Type ID 16

See the Real estate feed template and spec in the AdWords Help Center for additional requirements.

Placeholder Field Description Required? Data Type ID
LISTING ID Unique ID. Yes STRING 1
LISTING NAME Main headline with listing name to be shown in dynamic ad. Yes STRING 2
DESTINATION URL This placeholder field is deprecated. Use FINAL URLS instead. Yes URL 3
CITY NAME City name to be shown in dynamic ad. No STRING 4
DESCRIPTION Description of listing to be shown in dynamic ad. No STRING 5
ADDRESS Complete listing address, including postal code. No STRING 6
PRICE Price to be shown in the ad. No STRING 7
IMAGE URL Image to be displayed in the ad. No URL 8
PROPERTY TYPE Type of property (house, condo, apartment, etc) used to group like items together for recommendation engine. No STRING 9
LISTING TYPE Type of listing (resale, rental, foreclosure, etc) used to group like items together for recommendation engine. No STRING 10
CONTEXTUAL KEYWORDS Used when no remarketed item can be served. No STRING_LIST 11
FINAL URLS Final URLs to be used in ad when using Upgraded URLs; the more specific the better (e.g. the individual URL of a specific listing and its location). Yes URL_LIST 12
TRACKING URL Tracking template for the ad when using Upgraded URLs. No URL 13
FORMATTED PRICE Formatted price to be shown in the ad. No STRING 15
ANDROID APP LINK Android app link. See below for details. No STRING 16
SIMILAR LISTING IDS List of recommended listing IDs to show together with this item. No STRING_LIST 17
FINAL MOBILE URLS Final mobile URLs for the ad when using Upgraded URLs. No URL_LIST 18

The ANDROID APP LINK must be formatted as: android-app://{package_id}/{scheme}/{host_path}. The components are defined as follows:

  • package_id: app ID as specified in Google Play.
  • scheme: the scheme to pass to the application. Can be http, or a custom scheme.
  • host_path: identifies the specific content within your application.

Travel

Placeholder Type ID 18

See the Travel feed template and spec in the AdWords Help Center for additional requirements.

Placeholder Field Description Required? Data Type ID
DESTINATION ID Each (DESTINATION ID) only row or (ORIGIN ID, DESTINATION ID) pair must be unique. Yes STRING 1
ORIGIN ID Combination of DESTINATION ID and ORIGIN ID must be unique per offer. No STRING 2
TITLE Main headline with name to be shown in dynamic ad. Yes STRING 3
DESTINATION NAME Shorter names are recommended. No STRING 4
ORIGIN NAME Shorter names are recommended. No STRING 5
PRICE Price to be shown in the ad. Highly recommended for dynamic ads. No STRING 6
SALE PRICE Sale price to be shown in the ad. No STRING 7
DESTINATION URL This placeholder field is deprecated. Use FINAL URLS instead. Yes URL 8
IMAGE URL Image to be displayed in the ad. No URL 9
CATEGORY Category of travel offer used to group like items together for recommendation engine. No STRING 10
CONTEXTUAL KEYWORDS Used when no remarketed item can be served. No STRING_LIST 11
DESTINATION ADDRESS Address of travel offer, including postal code. No STRING 12
FINAL URL Final URLs to be used in ad, when using Upgraded URLs; the more specific the better (e.g. the individual URL of a specific travel offer and its location). Yes URL_LIST 13
TRACKING URL Tracking template for the ad when using Upgraded URLs. No URL 14
FORMATTED PRICE Formatted price to be shown in the ad. No STRING 16
FORMATTED SALE PRICE Formatted sale price to be shown in the ad. No STRING 17
ANDROID APP LINK Android app link. See below for details. No STRING 18
SIMILAR DESTINATION IDS List of recommended destination IDs to show together with this item. No STRING_LIST 19
FINAL MOBILE URLS Final mobile URLs for the ad when using Upgraded URLs. No URL_LIST 20

The ANDROID APP LINK must be formatted as: android-app://{package_id}/{scheme}/{host_path}. The components are defined as follows:

  • package_id: app ID as specified in Google Play.
  • scheme: the scheme to pass to the application. Can be http, or a custom scheme.
  • host_path: identifies the specific content within your application.

Local

Placeholder Type ID 19

See the Local deals feed template and spec in the AdWords Help Center for additional requirements.

Placeholder Field Description Required? Data Type ID
DEAL ID Unique ID Yes STRING 1
DEAL NAME Main headline with local deal title to be shown in dynamic ad. Yes STRING 2
SUBTITLE Local deal subtitle to be shown in dynamic ad. No STRING 3
DESCRIPTION Description of local deal to be shown in dynamic ad. No STRING 4
PRICE Price to be shown in the ad. Highly recommended for dynamic ads. No STRING 5
SALE PRICE Sale price to be shown in the ad. No STRING 6
DESTINATION URL This placeholder field is deprecated. Use FINAL URLS instead. Yes URL 7
IMAGE URL Image to be displayed in the ad. No URL 8
ADDRESS Complete property address, including postal code. No STRING 9
CATEGORY Category of local deal used to group like items together for recommendation engine. No STRING 10
CONTEXTUAL KEYWORDS Used when no remarketed item can be served. No STRING_LIST 11
FINAL URLS Final URLs to be used in ad when using Upgraded URLs; the more specific the better (e.g. the individual URL of a specific local deal and its location). Yes URL_LIST 12
TRACKING URL Tracking template for the ad when using Upgraded URLs. No URL 13
FORMATTED PRICE Formatted price to be shown in the ad. No STRING 15
FORMATTED SALE PRICE Formatted sale price to be shown in the ad. No STRING 16
ANDROID APP LINK Android app link. See below for details. No STRING 17
SIMILAR DEAL IDS List of recommended local deal IDs to show together with this item. No STRING_LIST 18
FINAL MOBILE URLS Final mobile URLs for the ad when using Upgraded URLs. No URL_LIST 19

The ANDROID APP LINK must be formatted as: android-app://{package_id}/{scheme}/{host_path}. The components are defined as follows:

  • package_id: app ID as specified in Google Play.
  • scheme: the scheme to pass to the application. Can be http, or a custom scheme.
  • host_path: identifies the specific content within your application.

Jobs

Placeholder Type ID 20

See the Jobs feed template and spec in the AdWords Help Center for additional requirements.

Placeholder Field Description Required? Data Type ID
JOB ID Each (JOB ID) only row or (JOB ID, LOCATION ID) pair must be unique. Yes STRING 1
LOCATION ID Combination of JOB ID and LOCATION ID must be unique per offer. No STRING 2
TITLE Main headline with job title to be shown in dynamic ad. Yes STRING 3
SUBTITLE Job subtitle to be shown in dynamic ad. No STRING 4
DESCRIPTION Description of job to be shown in dynamic ad. No STRING 5
DESTINATION URL This placeholder field is deprecated. Use FINAL URLS instead. Yes URL 6
IMAGE URL Image to be displayed in the ad. Highly recommended for image ads. No URL 7
CATEGORY Category of property used to group like items together for recommendation engine. No STRING 8
CONTEXTUAL KEYWORDS Used when no remarketed item can be served. No STRING_LIST 9
ADDRESS Complete property address, including postal code. No STRING 10
SALARY Salary or salary range of job to be shown in dynamic ad. No STRING 11
FINAL URLS Final URLs to be used in ad when using Upgraded URLs; the more specific the better (e.g. the individual URL of a specific job and its location). Yes URL_LIST 12
TRACKING URL Tracking template for the ad when using Upgraded URLs. No URL 13
ANDROID APP LINK Android app link. See below for details. No STRING 14
SIMILAR JOB IDS List of recommended job IDs to show together with this item. No STRING_LIST 15
FINAL MOBILE URLS Final mobile URLs for the ad when using Upgraded URLs. No URL_LIST 16

The ANDROID APP LINK must be formatted as: android-app://{package_id}/{scheme}/{host_path}. The components are defined as follows:

  • package_id: app ID as specified in Google Play.
  • scheme: the scheme to pass to the application. Can be http, or a custom scheme.
  • host_path: identifies the specific content within your application.

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